Posted on February 26th, 2009 in
Internet Marketing
by Graham McKenzie
True marketing is a science. It involves excessive amounts of research to find the perfect ad campaign. It’s never easy, constantly requiring new studies and tests.
Unfortunately too many people are playing the “copy cat” game when it comes to online marketing. Few want to do research, instead trying to copy the same success story over and over again.
Split testing is the only true method of studying different ads right next to each other. The technique has roots in classic TV and radio commercials.
Split testing combines two similar ads with very small difference, which could range from the color scheme to the font or to the photos inside the ad. The two ads run side by side and the marketing company tests to find out which one generates more impressions.
Split testing ensures that the ad will stay effective because it’s been thoroughly tested and compared against several other ads.
Split testing is the only precise way to gauge which ad campaign will work the best. You cannot merely read someone else’s advice on how he made a killing online and assume the same approach will work with your product or service.
What a big mistake. One of the first concepts you learn in marketing basics is the importance of the audience. The audience is everything in sales and they will never come to you unless you reach them. It’s like that old saying from Field of Dreams. “If you build it, they will come.”
The same holds true for marketing. The audience needs to be address, which means you must address and meet their needs. Tailor ads that fit your audience’s demographic.
These small differences and attention to details is what separates an effective ad campaign to one that fails miserably.
Split testing is not just some optional way of seeing if you can improve your conversions. No, instead it’s one of the more viable and accurate ways to test out your ads as well as compare and contrast.
Tags: Internet Marketing
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